New Zealand lures Aussies to North Island
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Tourism New Zealand is aiming to lure more Australians to the North Island, with the launch of a new campaign called ‘Every Day a Different Journey’.
The new promotional drive has been launched in tandem with the North Island Regional Tourism Organisations, including Northland Inc, Auckland Tourism, Events & Economic Development, Hamilton & Waikato Regional Tourism, Destination Coromandel, Tourism Bay of Plenty, Destination Rotorua and Destination Lake Taupo, along with local tourism operators Te Puia, Tourism Holding Limited and the Avis Budget Group.
“This year’s campaign focuses on taking a journey through experiences – where one day you can be scaling Auckland’s Sky Tower and the next be standing next to an erupting geyser in Rotorua,” said Tourism New Zealand’s general manager for Australia, Tony Saunders.
“Our research shows that last year’s campaign proved to be highly motivating, effectively driving preference for New Zealand as a holiday destination to the highest levels we’ve recorded so far.
“With our new targeted focus this year we anticipate even better results,” he added.
The campaign will include a major international media programme, bringing “key Australian social media influencers” to the North Island. This will be backed up with a TV advertising campaign to promote various regions, plus digital, online and social media activity on TripAdvisor and Facebook.
Tourism New Zealand is planning to target travellers in New South Wales, Victoria and Queensland with a focus on Sydney, Melbourne and Brisbane.
Australia is New Zealand’s largest international visitor source market, providing 1.24 million visitors in the year ending July 2014.
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